Good corporate citizenship can make or break a company. Whether their efforts be educational, environmental or social, many companies have built their brands and customer bases on the premise of good corporate citizenship. Yet while the actions in and of themselves are a good look, especially from a marketing standpoint, what's even more imoportant is sincerity.
Appearing to care and genuinely caring are two completely different things. If you decide to make good corporate citizenship one of your selling points, then caring should be engrained in your organizational culture. Ask yourself this: am I doing this because I genuinely care about improving the lives of my customers and/or persons the charitable actions are directed towards, or am I going this route because it's a good look?
If you answered yes to the first part of the question, then proceed and may the force be with you; but if your answer was no, consider a different branding angle. If being a good corporate citizen is not a focal point of your business plan, that's okay; what is not okay is to be dishonest about it. Many a brand have tarnished their reputations by building marketing campaigns around how much they care, only to have the image they've spent so much time and money building ripped to shreds because while they cared about looking good, they never genuinely cared enough to ensure that their product or service offerings were not (whether through direct action or lack thereof) endangering the very customer base that resides in the communities they are so proudly philanthropic towards.
If you are going to care, care genuinely. If you want to know if it's genuine, ask yourself if you would still carry out those policies and/or actions if no one would ever find out?
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